In his 13th season with the Vikings, Steve LaCroix serves as the team’s Vice President of Sales and Marketing & Chief Marketing Officer. LaCroix oversees all aspects of Vikings-generated revenues, including corporate sales, sponsorships, media sales, ticket sales, suite sales and hospitality. He also leads the team’s radio and television programming, web site, digital and social media initiatives, merchandise and e-commerce operations, community and special events, marketing partnerships, advertising, branding, promotions, fan relations and game day activities.
Following the passage of stadium legislation in 2012, LaCroix immediately began a significant role on the Vikings stadium team, assisting with the design and construction process. He will also direct all sales, marketing and revenue-generating initiatives for the new facility set to open in 2016, including pursuing naming rights, building partnerships and brand integration opportunities for the facility and overseeing multiple new offerings related to season tickets, premium seating, club seats and suites located in the stadium. LaCroix and the Vikings will explore all avenues to ensure the new stadium provides the premier fan experience for Vikings fans.
LaCroix has been involved in some historic moments for the Vikings organization over the years, including playing a major role in the franchise’s 50th season in 2010. The 50th season campaign was highlighted with a weekend celebration event attended by 46 of the top 50 figures in team history followed by a Monday Night Football matchup against the Chicago Bears, the Vikings first outdoor home game in 29 years due to the unexpected collapse of the Metrodome roof.
In his Minnesota tenure, LaCroix has led a variety of additional new initiatives. This offseason the team introduced an enhanced Norseman logo and new uniforms that add a unique twist to the Vikings classic look. It is the second uniform change under LaCroix’s leadership. The club has also brought radio and television broadcast rights in-house and started year-round weekly television and radio programming. The Vikings have had multiple full re-designs of vikings.com, opened Vikings Locker Room official retail stores across the Twin Cities and constructed two club seating offerings (Touchdown Club and Legends Club) that created the first premium seat offered at Mall of America Field. Fans have been treated to the introduction of Viktor the Viking, the official team mascot, and the Skol Line drum line. Several new fans events, including Inside the Vikings, State of the Vikings and Vikings Fan Forums further connect the club with its fan base. Under LaCroix, the Vikings sold out 144 consecutive games from 1998-2011 at Mall of America Field.
Also included in LaCroix’s accomplishments is the launch of the Vikings Entertainment Network (VEN) in 2009. LaCroix helped take VEN to the next level with a first-class production studio at Winter Park, which was unveiled during the 2010 season and plays host to weekly TV and radio shows throughout the year. The studio is the home for Vikings-exclusive content creation for vikings.com.
LaCroix has served on the NFL Club Business Working Group comprised of eight club executives to help shape strategies for implementing league and club initiatives. LaCroix has also served for several years on the Steering Committee of the National Sports Forum, the sports industry’s leading annual conference.